個人信任與公司忠誠關係之研究：以銀行理財專員為例

A Study on the Relationship between Personal Trust and Firm Loyalty: An Example of Bank's Financial Specialists

陳建文(Chien-Wen Chen) ； 楊聰博(Tsong-Bor Yang) ； 駱達彪(D. B. Lock)

《興國學報》 10期 (2009/01) Pp. 23-36

https://doi.org/10.29950/JHKUM.200901.0002

摘要

隨著國民所得的提高，國人對投資理財的風氣日益盛行，在銀行強調顧客終身價值的目標下，財富管理市場已成為銀行業必爭之地。理財專員在財富管理市場中擔任相當重要的開拓角色，不僅要發掘新客戶，為客戶做好理財規劃，並要獲取顧客的信任與忠誠，進而增加銀行的收益。本研究以關係行銷理論為基礎，探討顧客對理財專員個人信任的影響因素，了解顧客對理財專員的信任與個人忠誠、銀行忠誠的關聯性。研究結果顯示，「知識資產專屬」為顧客對理財專員個人信任的最大影響因素，其次為顧客與理財專員間的「互動往來頻率」，而「財富秘密溝通」之影響效果不顯著。此外，顧客對理財專員的信任會對「財專員個人忠誠」與「理財專員所屬銀行忠誠」有正向影響，而顧客對理財專員的個人忠誠會對「理財專員所屬銀行忠誠」有正向影響。

關鍵字

關係行銷 ； 信任 ； 個人忠誠 ； 公司忠誠

並列摘要

Finance professionals specializing in the provision of wealth management and planning to their clients are understandably concerned with the nurturing of the trust that, over the course of interactions, develops between themselves and their clients. This study investigates the factors that are crucial in the building up of the trust between financial specialist employed by banks and their customers.The results of our investigation suggest that ”knowledge asset specificity” contributed most to the building up of the aforementioned trust, followed by ”the frequency of interaction” between customers and financial service providers. Surprisingly, ”secretive wealth tips”, or equivalently, the ability to provide such tips, contributed little to this trust. Moreover, ”personal trust toward financial specialist” is positively related to both ”personal loyalty toward the financial specialist” and ”loyalty toward the bank”. As well, ”personal loyalty toward the financial specialist” is directly related to ”loyalty toward the affiliated bank”.

並列關鍵字

relationship marketing ； trust ； personal loyalty ； firm loyalty

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